South Korean culture, known as Hallyu, has gone beyond entertainment to establish itself as a consumption phenomenon in Brazil. And the reflection of this is clear in the e-commerce: according to Nubimetrics, a sales intelligence platform that uses big data and AI to transform data into insights for sellers and major brands, interest in Korean beauty, food, and beverage items is growing. This influence is primarily driven by K-dramas (popular Korean dramas) and social media, which amplify trends and spark the desire to consume products seen on screen.
One of the highlights of 2025 are ramyuns (spicy Korean instant noodles), which have been drawing attention for their intense flavor and colorful packaging. Products like topokki (rice cake) are also among digital consumers’ favorites.
Also in Nubimetrics’ research, the beverage category, soju, a traditional distilled drink frequently featured in K-dramas, has become one of the most searched keywords in marketplaces. Cultural curiosity, combined with visual appeal on social media, has driven this trend.
The skincare routine in the K-Beauty style also doesn’t go unnoticed. Octopus-shaped cleansing sponges, masks, and serums are among the items that most pique consumers’ interest. Brazilian brands are gaining strength by launching lines inspired by skincare Korean rituals.
“More than K-pop, the Korean culture wave has already arrived, turned into business, and Brazilian e-commerce is getting on board this journey. Being attentive to trends is no longer optional—it’s a strategy. The question is: will your e-commerce ride the wave or stay on the shore?” concludes Juliana Vital, Global Chief Revenue Officer of Nubimetrics.
